Hervé Remaud

How Strong and Generalisable is the Generation Y Effect? A Cross-Cultural Study for Wine

Purpose – This study aims to investigate how strongly Generation Y consumers differ in their values, attitudes and wine and alcoholic beverage consumption behaviour from older generations. The comparison spans seven culturally different markets. Design/methodology/approach – Large representative samples totalling 11,622 wine consumers responded to a standardised survey. A factorial analysis of variance was used to determine the main and interaction effects of markets and generations. Findings – Although significant differences were found between generations, their explained variance is very low. There were significant trans-cultural similarities in generational differences for values and wine consumption behaviour: Gen-Y is more oriented towards hedonic success and status and less towards social values; Gen-Y is more likely to consume white and rose´ than red wine and is most promiscuous in its alcoholic beverage consumption. A number of noticeable differences appeared between countries: wine involvement and consumption increases with age in traditional European wine markets, while they decrease in North America; environmental concerns and purchase channel usage hardly differ between generations but vary strongly between markets. Originality/value – This is the first study to quantify the effect size of generational differences using large representative samples across countries with different cultural backgrounds, including traditional and established wine consumption nations.

Building brand salience for commodity‐based wine regions

Purpose – The purpose of this paper is to discuss how a wine region should develop and position its brand using the best worst scaling (BWS) approach. A better understanding of the features that characterize a wine region is critical when raising the profile of a region and trying to capture wine consumers’ share of mind.Design/methodology/approach – In this study, the degree of importance was measured of 13 features that can represent and characterize a wine region currently perceived as commodity‐based, using a questionnaire designed for the BWS approach.Findings – The results mainly showed key similarities between the consumers and wine professionals regarding the features that can activate to raise the profile of the region. Findings also contradict the positioning recommended by industry groups and consultants.Research limitations/implications – Using an original way to assess and measure features that would support regional brand salience, these findings confirmed the importance given to geographica...